In fast fashion, there’s always room for a new brand, as long as prices stay low. Now it’s the turn of the Italian brand Terranova, which is opening its largest store in Spain this month at the Madrid Sur Shopping Center in Vallecas, with over 1,000 m² dedicated to low-cost fashion.
With this opening, Terranova reinforces its commitment to large brick-and-mortar stores and consolidates Madrid as one of its key growth hubs in Spain. In fact, the new Vallecas store joins the four that Young Retail already operates in Torrejón de Ardoz, Pinto, Alcorcón, and Ávila, and is part of a plan that includes seven Terranova openings by 2026, in addition to five new stores for other brands in the group’s portfolio.
Affordable Italian fashion comes to Madrid
The new Terranova in southern Madrid is presented not just as a standard store, but as an experiential space featuring what they call the Riviera 2.0 concept—the brand’s most immersive format. Inspired by the Italian coast of Rimini, the brand’s birthplace, the design incorporates natural materials, ambient lighting, and digital technology, featuring immersive LED walls, an interior layout designed like a runway, and a warm atmosphere.
The store also features a space dedicated to training teams for future openings, which will serve as a training center to standardize processes and ensure that the store model is replicated with the same image and operations at upcoming locations. Behind this launch is Young Retail, one of Spain’s largest multi-franchise groups and a partner to brands such as Mango, Miniso, Etam, and Celio, which sees Terranova as a brand with “a very solid identity and enormous growth potential” in the Spanish market. Its expansion plan also targets cities like Barcelona, Seville, and Málaga; the “Italian Primark” makes it clear that it is coming to seriously compete for the throne of affordable fashion in Spain.